Getting a logo designed does not make you a brand.
I recently had a client come to me asking for advice as they went through some re-branding. They were going through some physical changes in the business and they also decided to take some time to work with a graphic artist to make some tweaks to their existing logo. Fast-forward to the anxiety that came with this change: Should we retain the original logo's shape or change it? Which colour(s)? How many colours should a logo have? Should there be a background colour? Should there be more than one version? Should we keep elements from the old version? What should we change? It feels like such a big decision!
"I don't know what to do! I feel so confused!"
We eventually worked it through and they are currently embracing their new logo and colours. While in their despair, I urged them to consider something else: What about your brand? What is the significance of these new colours for your brand? What are your brand's core values? Are the brand offerings also changing? Will the brand personality change?
Your logo is momentous and important in its own way. It is the symbol you want everyone to associate with your business whether they see it on your building, on your call cards, your letterheads, your email, etc. Of course you should choose your symbol, word mark, trademark, or icon with care. However, in developing your logo, do not mistake it for developing your brand. While it is an important element of your business' brand identity, your logo is only one element.
In developing your logo, do not mistake it for developing your brand.
The Nike swoosh did not become a status symbol over night. What that symbol represents today was carefully crafted over time with marketing and branding strategy. The brand story and the brand building over time is what makes it the household icon we are familiar with today.
Your brand consists of a logo, yes, but it also includes ALL of the experiences, impressions, and knowledge a person has about your product, service, or organization.
So the next time you or a business bestie start freaking out and obsessing about "How do I make a great logo?" I challenge you to re-frame the question:
"How do I make a great brand?"
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